Working location: Hanoi, Vietnam or (Indonesia, Philippines, India, Middle East)
Position Overview
We are seeking aSeniorConversational User Research Specialistto lead market-specific behavioral research for our in-vehicle Voice Assistant.
This role owns the understanding of real-world user behavior in driving contexts, translating deep native insights into actionable product intelligence that shapes conversational flows, feature design, and overall user experience.
You will play a critical role in ensuring that our Voice Assistant reflects authentic usage patterns, cultural nuances, and contextual interaction behaviors within the assigned market.
Key Responsibilities
Behavioral & Contextual Research
- Design and conduct in-depth research on how native users interact with Voice Assistants in real driving environments (noise, speed, multitasking, emotional states, safety constraints).
- Analyze how users naturally give commands, phrase requests, react to system responses, and adapt to conversational feedback.
- Identifyfriction points, unmet expectations, and behavioral barriers affecting Voice Assistant adoption and usability.
- Evaluate cognitive load, attention shift, and driver distraction risks associated with voice interaction timing, response length, and conversational complexity.
- Assess how system responses impact driving focus during high-demand scenarios (navigation changes, traffic congestion, emergency conditions).
Product Intelligence & Insight Translation
- Translate qualitative and quantitative findings into clear, structured, and actionable recommendations for Product, AI, and UX teams.
- Influence feature prioritization and conversational flow design through data-driven insights.
- Validate product hypotheses prior to launch through field studies, usability testing, and scenario-based evaluations.
Competitive & Market Benchmarking
- Conduct structured benchmarking against in-car voice assistants and leading virtual assistants in the local market.
- Evaluate competitors across feature sets, conversational design, localization depth, usability, and performanceperception.
- Providestrategic insights to enhance product differentiation.
Cross-Functional Collaboration & Validation
- Collaborate with Product, AI/Data, UX, Linguistic, QA, and Strategy teams to embed user insights into product development cycles.
- Lead user validation sessions during UAT and beta testing from a native behavioral perspective.
- Monitor post-launch user feedback and usage data toidentifycontinuous improvement opportunities.
Research Governance & Vendor Oversight
- Defineappropriate researchmethodologies (interviews, contextual inquiry, diary studies, field observation, usabilitytesting).
- Coordinate and manage external research vendors or subcontractors whenrequired.
- Ensure research deliverables meet defined quality standards and strategicobjectives.
Requirements
Required:
- Native speaker of the target market language.
- Deep understanding of local culture, spoken communication behavior, and technology usage habits.
- Bachelor's degree or higher in Sociology, Anthropology, Psychology, Marketing, Linguistics, Business, Technology, or related fields.
- Minimum 5 years of experience in User Research or Product Research.
- Strong experience conducting contextual and behavioral research in real-world environments.
- Ability to analyze qualitative insights and interpret quantitative data(Survey design,Basic statistical interpretation,A/B validation support).
- Professional workingproficiencyin English.
- Experience collaborating with cross-functional product teams in agile environments.
Preferred:
- Experience researching Voice Assistants, Conversational AI, speech-based products, or automotive technology.
- Knowledge of EV ecosystems and HumanMachine Interface (HMI) principles.
- Experience researching hands-free or in-car interaction scenarios.
- Experience defining research frameworks that directlyimpactproduct strategy.
- Strong stakeholder management and influencing skills.
Core Competencies:
- Strong analytical and critical thinking ability.
- Excellent interviewing and observational skills.
- Structured and persuasive presentation capability.
- High cultural sensitivity and user-centric mindset.
- Proactive, accountable, and adaptable in fast-paced technology environments.
Why This Role Matters
Understanding how users truly behave in real driving situations is the foundation of a successful in-car Voice Assistant.
This role ensures that our product is not only technically advanced but also behaviorally aligned, culturally intelligent, and contextually relevant delivering a differentiated conversational experience within the global EV ecosystem.
